Global footwear and fashion powerhouse Steve Madden has appointed Bollywood’s rising star Shanaya Kapoor as its first-ever brand ambassador in India. The announcement marks a significant step in the brand’s strategy to strengthen its presence in the Indian fashion market and connect with the country’s young, style-conscious audience.
A Defining Partnership for Modern Fashion
Launched in partnership with Reliance Brands Limited (RBL), Steve Madden India has become a name synonymous with edgy yet sophisticated fashion. The brand’s decision to bring Shanaya Kapoor onboard highlights its focus on authenticity, individuality, and youthful glamour — traits that perfectly align with Steve Madden’s DNA.
As part of the collaboration, Shanaya will headline upcoming Autumn-Winter 2025 and Spring-Summer 2026 campaigns. She will feature across digital, print, and outdoor platforms, celebrating bold self-expression and confidence through the brand’s signature footwear and accessories.
Key Takeaways
- Shanaya Kapoor becomes Steve Madden India’s first brand ambassador.
- She will headline the Autumn-Winter 2025 and Spring-Summer 2026 campaigns.
- The “Step Into Your Story” campaign celebrates individuality and confidence.
- The move strengthens Steve Madden’s connection with India’s Gen Z and millennial audiences.
Why Shanaya Kapoor Is the Perfect Choice
At just 25, Shanaya Kapoor is already making waves in both Bollywood and the fashion world. Known for her impeccable style, elegance, and relatable charm, she represents the aspirations of today’s generation — ambitious, expressive, and forward-thinking.
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In her official statement, Shanaya shared her excitement:
“Steve Madden has always represented confidence and creativity. I’m thrilled to be part of this incredible journey and can’t wait to bring the brand’s global energy to India.”
Her growing influence on social media and among Gen Z audiences makes her the ideal face for a brand that thrives on boldness and modern design.
The “Step Into Your Story” Campaign
The new “Step Into Your Story” campaign reflects Steve Madden’s belief that fashion is more than what you wear — it’s how you express yourself. The visuals feature Shanaya sporting a mix of glamorous heels, chic sneakers, and statement boots, representing different facets of her personality.
The campaign’s narrative encourages consumers to embrace individuality and take confident steps toward their own stories — a message that resonates deeply with India’s young and dynamic audience.
Strengthening Steve Madden’s Footprint in India
Since it entered India through Reliance Brands Limited, Steve Madden has expanded its retail network across major cities while also enhancing its digital presence. The brand’s partnership with Shanaya Kapoor is a strategic move to blend Western fashion sensibilities with Indian energy, attracting style-driven customers seeking premium yet accessible luxury.
This collaboration also signals the brand’s intent to build a long-term emotional connection with its audience by celebrating creativity, diversity, and personal expression.